Client Optimization Report
Google Ads Optimization - Spark
Executive Summary
We completed a detailed performance and tracking audit after identifying a recent decline in reported conversion efficiency. Click costs remained economical, but a larger share of traffic was not completing the tracked lead action. The work therefore focused on improving measurement accuracy, removing low-value traffic, strengthening campaign relevance, and protecting the existing budget rather than increasing spend prematurely.
The strongest Search campaign remains active. Older campaigns remain paused because their historical cost per conversion was materially higher and reactivating them would fragment the available budget and conversion data.
Recent Performance
15-21 July compared with the previous seven days
| Metric | Latest period | Previous period | Change |
|---|---|---|---|
| Impressions | 1,235 | 1,143 | +8.1% |
| Clicks | 100 | 90 | +11.1% |
| Advertising spend | AED318.23 | AED337.44 | -5.7% |
| Average cost per click | AED3.18 | AED3.75 | -15.2% |
| Reported conversions | 18 | 31 | -41.9% |
| Reported cost per conversion | AED17.68 | AED10.89 | +62.4% |
Traffic became cheaper and click volume increased, but reported conversions declined. This indicates that the primary issue is occurring after the click, including search intent, landing-page behaviour, tracking quality, or lead handling, rather than high advertising costs.
Work Completed
Conversion Tracking
- Audited Google Ads conversion actions and the Spark Tires Google Tag Manager container.
- Identified a missing Conversion Linker affecting attribution reliability.
- Added and published the Conversion Linker across all tagged pages.
- Verified the new GTM version is live.
- Preserved existing tags and triggers while lead-quality reconciliation continues.
Search Traffic Quality
- Added 10 campaign-level negative keywords.
- Excluded employment, training, wholesale, supplier, manufacturing, and used-tyre intent.
- Preserved relevant tyre-service and promotional demand.
- Avoided a broad exclusion for the word "free" because it may be relevant to genuine promotions.
Keyword Structure
- Identified duplicate exact-match Musaffah keywords competing across two ad groups.
- Paused the duplicate in the low-volume ad group.
- Kept the established version active in the primary ad group.
- Preserved search coverage and historical campaign learning.
Ad Assets
- Reviewed sitelinks, callouts, call asset, and Responsive Search Ads.
- Confirmed five active sitelinks on the main ad group.
- Confirmed seven eligible account-level callouts.
- Added a Service catalog structured snippet covering tyre repair, alignment, balancing, and rotation.
- Preserved existing ads and assets already receiving interactions.
Campaign Controls
- Confirmed targeting is limited to Abu Dhabi.
- Confirmed delivery uses the Google Search Network only.
- Maintained the AED49.41 daily budget and Maximize Conversions strategy.
- Kept weaker historical Search and Performance Max campaigns paused.
- Did not apply Google's broad-match, AI Max, budget-increase, or target CPA recommendations automatically.
Settings Preserved
- Active campaign status
- Current daily budget
- Current bidding strategy
- Existing Responsive Search Ads
- Performing sitelinks and callouts
- Previously paused campaigns
Why The Budget Was Not Increased
The campaign is marked as limited by budget, but reported conversion efficiency recently declined. Increasing spend at this stage could scale uncertain or lower-quality lead activity. The current budget should remain stable until the revised tracking and search controls have collected sufficient data and reported leads can be reconciled with genuine enquiries and booked jobs.
Next 14-Day Monitoring Phase
- Search-term quality following the new exclusions
- Conversion rate and reported cost per conversion
- Telephone, WhatsApp, and website-contact activity
- Qualified-lead and booked-job outcomes
- Performance by keyword, device, location, and time of day
- Whether valuable impressions are being lost because of budget or ad rank
A budget increase or target CPA strategy should only be considered after two consecutive weeks of stable, trustworthy conversion data and an agreed qualified-lead cost target.
Current Position
The account is now better controlled from both search-quality and attribution perspectives. The strongest campaign remains live, unnecessary keyword overlap has been removed, irrelevant traffic protection has been introduced, and the measurement setup has been strengthened. The next priority is confirming that reported conversions correspond with qualified customer enquiries and completed bookings before scaling the campaign.